Whether you’re marketing your service or product, solving a PR crisis, or running for public office, this is the single most important piece of advice I can give you: It isn’t all about you!
We are in the age of “look at me.” Self-centeredness abounds on every social media platform we interact with. Everyone’s life goal is to “be happy.” That may seem fine at first, but it’s a vast departure from America’s past, where a person’s goal wasn’t to be in it for oneself – it was to be in it for the community as a whole. Happiness leads to short- sighted, self-centered decision-making, rather than the long-term planning that benefits everyone. Still, that’s where we are today, and that impacts how we must market.
My advice may seem contradictory in a time when we elected Donald Trump – a man who is constantly telling us how great he is – as President of the United States. However, it’s important to understand that that’s not all Donald Trump says. In his self- centeredness (unlike Kanye West’s), President Trump tells us how his greatness can help us personally. He is the man who can keep our families safe. He is the only man who can build our economy, and thus our personal wealth.
Donald Trump is perhaps the greatest marketer and media manipulator of our generation.
Now, I’m not saying to follow his lead. He offends as much as he attracts. That does work at times in politics, but not so much in issue advocacy and corporate brand reputation. My point is that he has figured out the right formula, and you should follow it. In marketing you must not get caught up in the “look at me” social media trap. You must find a Trump-like strategy that says “look at me and look at what I can personally do for you.”
I’m a frequent critic of the President’s communications, but the man just gets it. The “look at me” aspect is what most marketers concentrate on, but it’s just the first part of a two-part strategy. It’s the foundation. The “look at what I can do for you” part is irrelevant without first winning the argument that you are indeed the person or organization with the best experience, qualifications, knowledge and work ethic to get results.
The problem with most current marketing plans is that they don’t concentrate on both sides of the argument, or they don’t connect the two dots. More likely than not, they concentrate too much on part one, because that’s what individual marketing professionals see in their social media feeds. Thus, they think it’s a trend they should jump on.
Many marketers think people just want to see more selfies instead of realizing that selfies are everywhere because people want the attention. They have become too self-centered. Therefore, they don’t want your selfie. They want to know what’s in it for them. The attention needs to be placed on them. That’s what they crave most.
We acknowledge the two-part formula and implemented it well in SeaWorld’s ‘Park To Planet’ campaign. Step one proved that SeaWorld was the most qualified organization to save the world’s oceans. Step two showed how the individual can have a ton of fun getting involved. It wasn’t just about saving the oceans. It was about a day of fun for the family, thus the premise: “We have a whole lot of fun doing it.”
We can help you implement such a strategy for your political campaign, issue advocacy group or corporate brand reputation project. We’re the best in the nation at this type of work. Let us get to work for you too. Email me at firstname.lastname@example.org.
Wishing you nothing but Positive Vibes,